The Growing Value of Pinterest & How You Can Capitalize on It



Pinterest Logo

In case you didn’t realize it, Pinterest is big deal. It’s currently one of the hottest social networks not only for pinning recipes, decorating ideas and more, but businesses are also finding tremendous value in the world’s greatest pinboard.

But, is it really just hype, or is there any real value behind the pinning? Check out the 5 following facts that should get some serious head turns:

–          Pinterest is the 2nd largest driver of traffic from social media sites. Facebook is the #1 driver, but Shareaholic found that Pinterest is now leading Twitter as the #2.

–          Pinterest is the 4th largest source of organic traffic. In 2012, Pinterest beat out Yahoo as the 4th largest traffic driver in the world.

–          Pinterest is a proven sales driver. According to customer experience engine Monetate, Pinterest is the top referrer of high-value orders to e-commerce sites.

Monetate Chart on Pinterest

–          Pinterest generates 400 percent more revenue per click than Twitter and 27 percent more than Facebook. This incredible data came from QuickSprout.

–          Pinterest hosts at least 25 percent of accounts from Fortune 500 companies. Though this number is likely greater now, it’s still a significant finding in Burson-Marstellar’s 2012 Global Social Media Check-up.

These are just a handful of facts that prove what a powerful tool Pinterest is. In other words, if your business is not utilizing Pinterest, it would be a good time to embrace it. So, now the question becomes: what can you do to leverage it?

Realistically, we could talk all day about various ways to leverage Pinterest. But, for the sake of time, we’ve put together a few basic tips to help you as you begin your Pinterest strategy.

For starters, you need to optimize your images. It’s very important to incorporate text and information on your image, but it must be done strategically. Basically, you want to offer enough information to draw people in, but then you want them to go beyond the pinning action and land on your website for more information.

Secondly, understand that Pinterest is about the community. While this is true on other social platforms, it takes on an even bigger meaning on Pinterest. Yes, obtaining followers and getting pins repinned are important and help build credibility for brands, but you must reach out as well. Out of all the social platforms that you use, you may find Pinterest to have your strongest group of influencers. If you comment on pins, repin relevant content, and engage with other pinners, you will build your following and a strong community.

Thirdly, think outside the pin. When you’re creating content for Pinterest, obviously pin content related to your product or service, but take it one step further. Find or produce content and pins that impact the end user. For instance, if you have a line of fitness clothing, give examples of exercises or particular moves when your product shines. You could also build a board related to the best workout music, foods, etc. The idea is to essentially show the consumer that you care about their needs instead of shoving your product down their throat, which again, reinforces the concept of community.

Any good marketer knows that you should also conduct periodic evaluations of how your strategy is working, track analytics, and many other routine marketing tasks. But, hopefully, these steps will get you started thinking about how you can incorporate Pinterest and all its value into your marketing mix.

We also recommend reading Pinterest Marketing: An Hour a Day by SugarSpun Marketing’s own Jennifer Evans Cario. Yes, this is a shameless plug, but if you are looking to build a successful marketing strategy on Pinterest, the book offers a step-by-step guide to put you on the right track toward getting actionable results.

Abby Johnson

Abby brings a unique perspective to the mix because her background consists of both traditional broadcast and public relations to now the world of online. She is very skilled at looking at the big picture and understanding how to get the message across to a particular audience.

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